Dr Jart+ has launched in Sephora stores across the Middle East. Through the Sephora listing, the part-Lauder-owned K-beauty brand will enter a number of markets in the region for the first time, including Saudi Arabia, Bahrain, Oman, Kuwait and Dubai.

The brand will initially sell eight different facial sheet masks, with its full skin care line-up to follow in 2017.

“The Middle East is considered the ‘Next China’ for Korean cosmetics products, making it an untapped yet important market for Korean brands,” a spokesperson for Dr Jart+ told the Korea Herald. Sephora’s Dubai branch is thought to be the LVMH-owned retailer’s most profitable store in the world.